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| Author: | Hooley, G. Greenley, G. |
| Title: | The resource underpinnings of competitive positions |
| Journal: | Journal of Strategic Marketing
2005 : JUN, VOL. 13:2, p. 93-116 |
| Index terms: | Competitive advantage Competitiveness Positioning Resources |
| Language: | eng |
| Abstract: | This paper discusses competitive positioning and the choice of target market. It is suggested that the competitive position achieved is a main marketing resource with the potential to create sustainable competitive advantage. Alternative competitive positions, the marketing resources essential to support them and the ways to defend against competitor duplication are explored. |
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